ING MAKES SAVING MONEY SIMPLE
By Adnews Staff
ING Direct wants to show Canadians that banking with the Toronto-based financial service provider is both simple and smart. The first of two new television commercials made its debut earlier this week, launching ING's new fall campaign. The spot, called "Simplicity," features the company's call centre employees and focuses on how simple it is to bank with ING. "Simplicity" will be followed with a second spot called "Smart" launching in early October. "Smart" reminds consumers that smart investors will keep some money in cash while expecting good returns on their liquid assets. The spots are intended to re-inforce ING's existing brand awareness to drive a response from prospective customers, said Stacey Grant-Thompson, senior vice president of marketing. Both spots feature ING spokesperson Frederik de Groot, who continues to tell viewers to save money by calling ING Direct. Advertising for ING is done by GWP Brand Engineering of Toronto. The campaign is scheduled to run through the fall and winter, with television ads running into the spring.